The Method
Four phases. No surprises. No handoffs.
Every Urbancy engagement follows the same four-phase framework. You know what happens when, who owns what, and what the output looks like before we start.
Audit
Weeks 1–2
We map everything before we move anything.
Every Urbancy engagement starts with a complete census of your MarTech ecosystem. Not a sample — everything. We review every tag, pixel, data stream, vendor contract, consent configuration, and attribution assumption.
Most clients discover two categories of problems at this stage: technical debt they know about and tolerate, and measurement gaps they didn't know existed. We document both with equal rigour.
Deliverables
- Full tag taxonomy — every firing trigger, every variable, every destination
- Data layer schema review against each property
- Attribution model audit — how each platform counts conversions
- Consent configuration assessment — what's actually firing vs what's supposed to
- Vendor contract summary — what you're paying for vs what you're using
- Audit score across five domains (0–100)
Outcomes
- Complete picture of what's broken, redundant, and risky
- Prioritized list of issues by revenue impact
- Board-ready summary of where data quality stands today
Architect
Weeks 3–4
Design the target state before writing a line of code.
The audit tells us where you are. The architecture phase designs where you need to go. We build the full technical blueprint — server-side data flow, attribution model, consent framework, data layer specification — and get it reviewed and signed off before any implementation begins.
This phase exists because most MarTech problems are architecture problems. Tools aren't the issue. The absence of a coherent plan connecting them is.
Deliverables
- Server-side data architecture diagram (GTM server container, pixel routing)
- First-party data strategy and cookie migration plan
- Attribution model recommendation with rationale
- Data layer specification — event schema, naming convention, variable types
- CMP integration blueprint and consent signal map
- Implementation roadmap with phased milestones and owner assignments
Outcomes
- Everyone aligned on the target state before implementation starts
- No scope creep — every implementation task is defined upfront
- Developer-ready specification documents, not vague directives
Implement
Weeks 5–12
Our engineers execute. You don't manage the implementation.
We own the technical work end-to-end. Our engineers set up GTM server-side containers, migrate client-side pixels to first-party server-side events, configure CMP integrations, rebuild Mixpanel taxonomies, and write the data layer code — with QA at every step.
We don't hand off a spec to your internal team and disappear. We implement, validate, and iterate until the numbers are right.
Deliverables
- GTM server-side container setup and configured server-side tags
- First-party pixel migration (Meta, TikTok, Google Ads, LinkedIn)
- CMP integration — consent signals wired to all tag firing triggers
- Data layer implementation — deployed and tested across all properties
- Mixpanel re-implementation or cleanup with full event taxonomy
- QA report — before/after event counts, match rates, data loss comparison
Outcomes
- 30–60% improvement in event data recovery (typical, post server-side migration)
- GA4 and ad platform numbers align within acceptable variance
- Consent layer connected — tracking stops where it should
Operate
Ongoing (monthly)
We don't hand off and disappear.
MarTech stacks drift. Vendors change APIs. Privacy laws get updated. New campaigns create new tracking requirements. The Operate phase ensures your implementation stays healthy and your team has a senior resource to call when something breaks.
Monthly retainer clients get a standing agenda item in their marketing calendar, a data quality scorecard, and direct access to the engineers who built their stack.
Deliverables
- Monthly data quality scorecard — domain scores tracked over time
- Anomaly monitoring — automated alerts when events drop or spike
- Stack health review — new tags, vendor changes, attribution drift
- Quarterly roadmap update — next implementation sprint planned and scoped
- Ad hoc support — breakfix, new campaign tracking setup, QA
- Training sessions for internal team as stack evolves
Outcomes
- Data quality maintained without a full-time internal hire
- Leadership always has a current, defensible view of MarTech performance
- No more discovering problems after a campaign has already run
Every engagement starts with an Audit.
Fixed fee. Eight weeks. Full picture of your stack — what's broken, what's redundant, and what to build next.
Start an Audit Sprint